La segmentation des portefeuilles distributeurs en B to B

Abstract

Based on two case studies, this article presents a matrix for the diagnosis of industrial distributor portfolios, grounded on the analysis of strategic fit and relational fit within dyads. The aim is to propose a new analysis of supplier/distributor relationships, in order to optimize channel partnerships developed by suppliers when they change from products to solution offers. Four segments of distributors are identified, corresponding to specific partnership dynamics.